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Presentation Content
1. Advertising
6. DAGMAR
8. Question Answer
communication.
accordingly.
Stimulate sales
Increase profits
impart information
develop attitudes
or induce action.
mind.
those objectives.
are required:
3. Message decision
4. Message selection
5. Advertising evaluation
hierarchy.
do so.
3. Reference groups
4. Social class
6. Situational influence
3. Reference groups
Any group with which a person feels some kind of identification or
emotional attachment and which is used to guide and define his/
her beliefs, values and goals.
Consumers can be influenced by reference groups in three ways:
i. Their search for information before purchase
ii. Their attitudes towards a product
iii. The way they buy and use the product.
2. Motivation
3. Attitude
4. Learning
5. Personality
6. self-concept
7. lifestyle
2. Motivation
When people feel need they are driven to act by their motives.
survival.
needs.
6. Lifestyle
Immediate
Sales
Advertising Future
Change sales
attitude
Improve
Image
5/8/2018 39 Advertising Objectives
Setting Advertising Objectives
After thorough analysis of the consumer behaviour and the
marketing environment, the next step is to set advertising
objectives.
general public.
be said.
been developed around these that will serve to make the approach
to buy a product.
The hierarchy that provides the basis for DAGMAR is linear and
Unawareness
Awareness
Comprehension
Conviction
Action
Countervailing
Forces
goes through.
1. First Step:
The third step is the attitude (or conviction) step and intervenes
The action phase involves some overt move on the part of the
buyer such as trying a brand for the first time, visiting a showroom,
or requesting information.
advertising.
2. AIDA Model